SAAL – Surf As a Life Style
Translating lifestyle into smart products.
In collaboration with Dip Studio, responsible for product design, SAAL (Surf as a Lifestyle) was born. Conceived in San Diego, California, the brand is an expression of a way of life that unites freedom, movement, and presence — transforming the relationship with the sea into an experience that extends far beyond the waves.
Our challenge was to craft the naming and define a clear, consistent positioning, aligned with the purpose of developing intelligent products that enhance the surfing experience — both before and after hitting the water.
From this foundation, we developed a brand that fuses functionality, simplicity, and innovation. The visual identity was designed as an integrated system where the logo, typography, color palette, and photography express fluidity, movement, and a deep connection to the ocean. Organic shapes, high contrast, and action-oriented imagery translate the rhythm of surfing into a visual language, creating a bold and recognizable presence.
The result is a comprehensive brand — encompassing naming, strategy, and identity — that materializes surfing as a lifestyle. It strengthens the bond with its community and positions SAAL as a benchmark for smart solutions within the surfing universe.
CREDIT
- Agency/Creative: Bradda Design
- Article Title: Bradda Design Launches SAAL with a Smart Surf Lifestyle Brand Identity
- Organisation/Entity: In-House
- Project Type: Graphic
- Project Status: Published
- Agency/Creative Country: Brazil
- Agency/Creative City: Florinaópolis
- Market Region: North America, South America
- Project Deliverables: Brand Design, Brand Guidelines, Brand Identity, Brand Naming
- Industry: Fashion
- Keywords: saal naming branddesign surfasalifestyle
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Credits:
Project Manager: Natalia Favero
Strategy: Rafaela Sotuyo
Strategy: Pedro Cizoto
Design: Bruno Folchini
Design Leadership: Lucas Guidi
Motion: Lauro Henn
Video Production: Cast At Sea
Product Design: Dip Studio
